The Uganda Tourism Board (UTB), a government body responsible for promoting and marketing Uganda as a brand, has unveiled a new destination Brand to rejuvenate the brand ‘Uganda’ amidst the prevailing pandemic after effects.
The new brand, “Explore Uganda, the pearl of Africa,” will encourage repetitive visits from tourists as opposed to one time visits.
It draws upon Uganda’s global reputation as one of the most endowed destinations, famous for its thousands of plant and wildlife attractions, as well as vast and beautiful landscapes, temperate climate, warm people, and cultural diversity.
The brand identity-Explore Uganda, The Pearl of Africa, was unveiled on Friday, 21st January 2022, by the country’s president, H.E Yoweri Kaguta Museveni at Kololo Ceremonial Grounds in Kampala, Uganda’s capital city.
The president was assisted by Col. Rtd Tom Butime, Hon Martin Bahinduka Mugarra and Ms. Doreen Katusiime, the Cabinet, State Minister and Permanent Secretary for Tourism, Wildlife and Antiquities, respectively.
While speaking at the event, The Uganda Tourism Board Chief Executive Officer, Ms. Lilly Ajarova said that the new destination would improve Uganda’s brand identity world over and help strategize while in a better market position.
“To win the marketplace; to achieve our Number One objective of “Sustainably Promoting Uganda as a Competitive Tourism Destination for Inclusive Development”, it was therefore important that all stakeholders are aligned on what makes us the Pearl of Africa and how do we unpack that to the various travel markets/segments around the world,” she said
“Explore, Uganda the Pearl of Africa is an invitation to our tourists- both domestic, regional and international to rediscover the magnificence of the Pearl,” she added.
Speaking at the launch, President Museveni urged beckoned the world to Explore Uganda, The Pearl of Africa saying that, the uniqueness of her attractions guaranteed a better experience and higher return on investment. He particularly extolled Uganda’s unique terrain, that made the country a “roof of Africa” where Lake Victoria sits, giving birth to the Mighty River Nile that flows through various Ugandan lakes on its way to Alexandria in Egypt.
He also stressed out that Uganda is a very nice place but it needed a group to talk about it. He thanked the stake holders who have gone ahead to sale out Uganda’s wonders to the world.
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